“La pandemia ha sido un catalizador hacia la adopción de tecnologías inmersivas en varias industrias”
Óscar Cartagena, Gerente General Augmented Experiences
La actual crisis sanitaria y económica por el Covid-19 ha replanteado la forma de ver y vivir el mundo, lo que ha significado un complejo presente e innumerables desafíos para muchas industrias. Pero al mismo tiempo, este nuevo escenario presenta grandes oportunidades para diversos sectores ligados al rubro de la tecnología. Como es el caso de Augmented Experiences, empresa se dedica al desarrollo de experiencias digitales, quienes vieron un incremento en la demanda de eventos digitales y consultoría de tecnologías, y como comenta su Gerente General, Óscar Cartagena, “esta pandemia ha sido un catalizador hacia la adopción de tecnologías inmersivas en varias industrias y una gran oportunidad para diversificarse y salir fortalecidos”.
En este contexto, profundizamos en la siguiente entrevista con el ejecutivo la actualidad de su compañía, cómo han enfrentado los embates de la contingencia para salir adelante, las medidas del Gobierno, las consecuencias de la crisis en la economía local e internacional en un futuro próximo y la importancia de ser socios de Camindia.
– ¿Qué es Augmented Experiences, a qué se dedican principalmente y cuál es su público objetivo?
Somos una empresa que se dedica al desarrollo de experiencias digitales. Abarcamos un amplio espectro de servicios con extensa experiencia en desarrollo web y eCommerce, eventos digitales e implementación de tecnologías inmersivas en publicidad, procesos industriales, arte y más. Nuestra empresa nace como respuesta a las nuevas necesidades de las empresas e instituciones, como implementaciones de realidad aumentada, virtual o mixta; oficinas en entornos virtuales y eventos en línea con alta escalabilidad. En resumen, ayudamos a las empresas a tomar decisiones adecuadas relacionadas con nuevas tecnologías y su implementación en su organización o campaña.
-¿De qué manera se han visto afectados por esta crisis mundial del Covid-19? ¿Cómo se ha visto afectado su rubro y el de los eventos?
Nos hemos visto afectados como todos, aunque debido a la naturaleza digital de nuestros servicios también hemos visto un incremento en la demanda de eventos digitales y consultoría de tecnologías inmersivas, que ya es algo que está resonando con más fuerza en los ejecutivos y que están interesados en empaparse de ideas y posibilidades. El rubro de los eventos presenciales creo que es uno de los rubros más impactados, pero el pivote hacia lo digital también es algo que tenía que ocurrir, y que ha sido de crecimiento explosivo. En ese sentido, la pandemia ha sido un catalizador hacia la adopción de tecnologías inmersivas en varias industrias.
-¿Qué tipo de medidas han tomado para hacer frente a la contingencia? ¿Se puede estar preparado para este tipo de crisis?
Afortunadamente nosotros ya teníamos una dinámica de teletrabajo implementada, entonces en cierto modo veníamos “preparados” para la contingencia. Creo que la clave ante este tipo de eventualidades, es mantener la flexibilidad en la propuesta al mercado y estar abierto a pivotear nuestra propuesta de valor. Es debatible qué tan preparado podría estar uno ante cualquier contingencia global, pero sí considero que hay varias aristas del teletrabajo que se pudieron abordar antes con menos premura.
-A su parecer, ¿considera que es una oportunidad para salir fortalecidos o reinventarse?
Lo considero totalmente una oportunidad para diversificarse y salir fortalecido, de estar atento a las nuevas necesidades de los clientes y flexibilizar nuestra propuesta de valor para ajustarnos a esta nueva realidad. Reinventarse requiere de más recursos e implica una renuncia a modelos de negocio anteriores, creo que eso es un lujo que pocos podrán darse. Creo que la única reinvención con la que estoy de acuerdo es la de lanzarse a emprender, pero depende de muchísimos factores que son de caso a caso.
-¿Qué les parecen las medidas que ha presentado el Gobierno para ir en ayuda de las empresas?
Me parece que es una situación extremadamente elástica/dinámica, y que pasar juicio en base a algo que todo el mundo desconoce es complejo. Creo que el Gobierno ha hecho lo que ha podido dentro del abanico de posibilidades que maneja, o al menos eso prefiero creer.
-¿Cuáles son sus expectativas económicas para Chile y el mundo al mediano plazo?
Como mencioné antes, estamos en tiempos de alta flexibilidad y esto sin duda traerá consecuencias para Chile y el mundo. Sea lo que sea que ocurra, tendrá influencia en el mercado y creará algún espacio transitorio que vendrá con caídas y subidas. Creo que muchas cosas van a cambiar en todos los aspectos que rigen nuestras vidas, y si vemos la historia; estos cambios siempre han venido con “movimientos telúricos” de la fibra social y de cómo interactuamos como sociedad. Pero como dice el dicho, no hay mal que por bien no venga.
-En otro tema, ¿qué significa para ustedes ser socios de la Camindia?
Para nosotros ha sido muy buena la ayuda y conectividad que nos ha entregado Camindia a través de su red de contactos, socios y capital humano. Además de las oportunidades de conectar con empresas y con el mercado Hindú, que es gigante y lleno de oportunidades en múltiples aspectos.
-¿Cómo ve la actual relación económica entre Chile e India, y su incidencia en el desarrollo de la economía local?
Me parece que es una relación beneficiosa para Chile y que somos un mercado interesante para India. En ese sentido es una relación bilateral de la cual ambos somos beneficiados; creo que India tiene un mercado inmenso, de bajo costo y con altos niveles de desarrollo tecnológico, cosas que en Chile nos podrían ayudar a subir la inversión y calidad del I+D.
-¿Cree que en los próximos años India pueda pasar a ser uno de los principales socios comerciales de nuestro país?
Ya es un importante socio, sin embargo tiene gran potencial si se diversifica la importación y exportación; ya que actualmente está enfocada en minerales y vehículos básicamente. Creo que la revolución tecnológica en la que estamos va a abrir las puertas a otros tipos de interacciones de importación/exportación y eso resulta muy emocionante con un mercado tan grande como el hindú junto a Chile que hoy en día es una de las grandes puertas de entrada al mercado latinoamericano.
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